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Automotive News & Views Is There Room in the Luxury Market for Hyundai?
4250 messages, Last post on Dec 04, 2009 at 6:46 AM
You are in the Automotive News & Views Forum. Your Hosts are steve_ & claires
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IMO the truth is Hyundai NEEDS to have a separate brand for a luxury division, particularly if it wishes to enter US market. Even Toyota with 20 years of stellar reputation in the luxo market with the Crown line (Royal, Majesta, Dinasty, etc...) still needed to create Lexus brand (remember that Lexus was initially a US only brand). It sold well in the early days even though those in the know realize perfectly that they were just rebadged Toyota luxury sedans. In reality Hyundai still doesn't have customer service, image and products worth of true luxury class. Product pales in comparison with luxury competitors like Infiniti M and Lexus GS. Price-value means little in this class, as shown by Acura RL's horrific sales figure. Service isn't up to standard yet (experience will fix this imo), and image will improve along with time and service quality. Hyundai was being hasty at first, positioning the Gen to challenge the midsize luxury market. Then it wisen up, chosing to move up to near luxury class first and compete with the likes of ES and Maxima. I believe Hyundai's making sure not to make the same mistake VW did (can you say Phaeton???) I'm not saying Hyundai has no chance, I'm just saying Hyundai needs more time and experience.
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Replying to: m4d_cow (Jan 14, 2009 10:56 am) It is a successful (so far) upscale sedan. |
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Replying to: fintail (Jan 14, 2009 10:51 am)  They had emblems long ago in Japan and for special stuff like racing, but in the U.S. in recent decades it was plain "TOYOTA" until the oval-shaped emblem with the stylized T.
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Replying to: lemko (Jan 14, 2009 10:22 am) 
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Replying to: fintail (Jan 14, 2009 10:56 am) And it was you who said you don't respect the Lexus ES because it's a gussied-up Camry, or words to that effect. I simply pointed out that is inconsistent with your view that a badge makes all the difference.
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There's been quite a confusion on which make-models are competing with genesis. Earlier Hyundai positioned Genesis as contender for midsize luxury class, meaning it overconfidently chose Lexus GS, Infiniti M, MB Eclass adn the likes as enemies. Bad choice. Then Hyundai officially moved down to easier preys, the near luxury class. It's less crowded, established names are few, and IMO only Lexus ES (for brand catchet) and Buicks (for customer loyalty) pose a challenge. Chrysler's immensely popular 300 is dying and customer confidence for the brand has fallen down the pit. This class is the perfect spot to gather experience and raise the brand's image (hey Lexus Acura and even Audi used to roam here). |
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Replying to: lemko (Jan 14, 2009 10:22 am) With better values around, Lexus is for suckers, Mercedes is for stupid suckers, and the most stupid suckers are the proud ones. #1657 of 1671 Re: First time poster here [backy] by lemko Jan 14, 2009 (10:22 am) Lots of poseurs out there. They'd rather have a Mercedes or a Lexus, etc. but they are too poor or cheap to buy one.
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Replying to: backy (Jan 14, 2009 11:16 am) 
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Replying to: Jozz (Jan 14, 2009 1:03 pm) |
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Replying to: backy (Jan 14, 2009 11:21 am) The market obviously respects the ES, would it feel likewise if it had the Toyota belt buckle? I wouldn't bet on it. The badge indeed makes the difference for that car - to the mass market. Not all of us think as it does. |
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